Netflix has expanded its partnership with the Ministry of Tourism and Ministry of Culture with the launch of ‘As Seen on Netflix’, an initiative aimed at promoting Indian destinations, culture and experiences featured in the streaming platform’s films and series.
The initiative, launched as Netflix marks its tenth anniversary in India, includes a dedicated section on the Incredible India website. It will allow audiences to discover destinations, cultural traditions and experiences showcased across Netflix India’s titles.
Union Minister for Culture and Tourism Gajendra Singh Shekhawat and Netflix co-CEO Ted Sarandos launched the initiative at an event held at the National Gallery of Modern Art (NGMA) in New Delhi.
The event also featured a discussion on the role of storytelling in promoting India’s culture and tourism, along with the premiere of two videos highlighting the country’s wildlife and cultural heritage.
The collaboration builds on the memorandum of understanding signed between the Ministry of Tourism and Netflix India last year. The partnership seeks to encourage audiences in India and overseas to discover Indian locations and traditions featured in Netflix titles, while also supporting the country’s creative ecosystem.
Shekhawat said storytelling can play a key role in showcasing India’s cultural heritage, destinations and wildlife to global audiences, adding that the collaboration would help strengthen the country’s creative ecosystem and tourism appeal.
Sarandos said Netflix’s decade-long presence in India has demonstrated how stories rooted in different parts of the country can connect with audiences globally. He added that discovering a place or culture through a story can encourage viewers to experience it firsthand.
Over the past decade, Netflix has released films and series set across various parts of India. Titles such as The Elephant Whisperers, Amar Singh Chamkila, Heeramandi: The Diamond Bazaar, Musafir Café and Made in Korea have featured the country’s landscapes, cultural traditions and heritage for audiences worldwide.
